Case Study:
The Power of Documentary & Brand Collaboration.
The Introduction
When brands join forces, the synergy created can lead to incredible storytelling opportunities that resonate deeply with audiences. Customers don’t like to be strongarmed into buying something, so a brand partnership that soft sculpts an attitude towards a product or service, is a less invasive sell.
Palpa Films ltd was approached by the client, Simon Jefferies, co-founder of The Natural Edge to produce a youtube episode with Tommy Kelly, co-founder of Jöttnar. We planned a documentary-style brand collaboration film, or a podcast style interview near the proposed filming location, should the weather foul play.
It would provide an opportunity to create a visually striking and emotionally compelling piece that amplifies both brands' values and would leave a lasting impact on their shared audience. From a production point of view, it was an opportunity to prove our experience and adventure filmmaking ability to produce a film in a manner that very few can.
The benefit of a long term consideration piece for premium brands is two fold. It legitimises their message through action, doing the things they say they do, proven in a documentary format and to act as evergreen content, as a reference point, giving in depth insight on brand ideology, core ethos and brand value.
“Consumers are 22% more likely to consider a brand as ‘different from others’ when high-quality branded content is present,””
The Vision
Simon Jefferies, a former Special Forces operator, now focuses on helping individuals unlock their potential through resilience, mindset, and peak performance training. Tommy Kelly, co-founder of Jöttnar, a premium outdoor clothing brand inspired by Arctic expeditions, embodies the spirit of adventure and durability.
Both individuals share a commitment to an unending pursuit of excellence, pushing boundaries, and inspiring others to embrace hardship. The backdrop of Bosigran, or ‘Commando Ridge’ as it is affectionately known, is all the more special in this 80th year anniversary of D-day, on the training ground that both Tommy, Simon and the original Commandos of WW2 tested themselves on during training.
The timing of the release was also a key consideration and outperformed our predictions given its SEO, it’s nod to history and the news coverage around DDAY80.
The goal of the collaboration was to highlight the alignment of these values while showcasing the practical application of Jöttnar’s gear in extreme conditions and The Natural Edge’s philosophy of resilience, growth and honing a bullet-proof mindset.
At Palpa Films, we adopt a documentary approach to allow us to naturally capture the essence of a collaboration.
This method reveals unscripted, verité moments and real conversations in a raw and emotive environment.
The Key Elements
Story-Driven Narrative: The film combines Simon's personal journey of transformation, his search for identity post sepcial forces career and Tommy’s unending mission to create mountaineering gear that empowers adventurers. This dual narrative connected audiences to the people behind the brands in an honest setting. Two characters discuss problems they have faced, the quest they have endured, and finally outcomes of the journey so far in a traditional pub in Cornwall
Strong Visuals: Shot on the dramatic Cornish coastline, the film showcased Jöttnar gear in action under extreme weather conditions, emphasising the brand’s durability and reliability but also the ‘can do’ attitude of both characters. Embracing challenge and discomfort, conquering physical peaks in arduous conditions and the maintenance of a discomfort zone. The location for the pun chat is historic in that mountain leaders have always finished the first phase of training here. Every location has a reason for being and is considered.
Authentic Moments: An Interview, behind-the-scenes footage for social media, and action sequences captured the genuine passion and expertise of Simon and Tommy, creating an emotional connection with viewers. Openness and honesty during the pub chat creates the feeling that these are real people with ‘flaws and shortcomings, only revealed to themselves because of the horror they put themselves through.’
Subtle Branding: The focus was on storytelling, with no deliberate product placement which avoids the risk of alienating the viewers. Branding is integrated naturally into the narrative simply by wearing the products and demonstrating its use in the environment it was built for. No forced close ups of of jackets being fastened here!
“82% of audiences prefer brands that tell authentic stories through their advertising, with documentary-style videos being cited as one of the most effective formats for building trust and emotional connections.”
The Cost
To achieve the quality seen in this production, an example of budget is below:
Director & Operator: £650 x 2 days = £1,300
Drone and B Camera: £650 x 2 days = £1,300
Pre-Production: £200 x 4 days = £800
Rope Safety Personnel: £450 x 2 days = £900
Accommodation: £220 x 3 nights = £660
Travel: £349 x 2 trips = £698
Per Diems: £200 total
Editing: £400 x 14 days = £5,600 (3 rounds of feedback)
Total: £14,890.40 (including contingency and margin)
(a sound mix and colour grade was not required by the client)
The Outcomes
The documentary film achieved significant success across multiple fronts:
Brand Amplification: Both The Natural Edge and Jöttnar experienced increased brand awareness and engagement with over 600,000 views of the youtube episode to date. Viewers commented on the shared values of resilience, performance, and adventure close to home.
Emotional Impact: The film’s no frills, raw, and authentic storytelling moved viewers, creating a sense of trust and loyalty toward both brands which is seen in nearly 1000 comments.
Content Versatility: The documentary provided a wealth of content, including short clips, behind-the-scenes reels, and powerful quotes, that were repurposed for social media, email marketing, and enough extra to show something new in future media.
Measurable Growth: The Natural Edge saw an increase in inquiries and sign-ups for its programs which immediately resulted in a revenue gain of £35,820. The video has also generated revenue from youtube (£1,811.54 to date) and increased subscribers by 1.6k. The episode created over 5 million impressions with an above average click through rate of 6.4%
Recognition: The film was praised for its production quality and character depth, and honesty earning praise from the highest ranks within military circles for its authenticity and representation of character.
Authenticity Wins: Audiences will respond to genuine stories and drive engagement (the holy grail of digital marketing) just as much if not more than scripted content. Highlighting real people who have ‘been there and done that’, their journeys, successes and failures, fosters trust.
Shared Values Matter: Successful collaborations hinge on a strong alignment of values between partners and only improves client and consumer faith.
Invest in Quality: High production standards elevate the message and leave a lasting impression. Elite people, products and production.
Versatility Maximises ROI: A single film can generate diverse content for multiple platforms, extending its reach, value and ultimately, being more economic within business and marketing budget
Take spare socks. The tide is always higher than predicted, the sea state whipped up by the wind made access by boat difficult, and the rain forced us to have a plan B. We filmed a smaller and more accessible climbing sequence for contingency as well as a sit down, fire side conversation in case the weather made the main shoot a no go.
Nimble/agile crew ensured a small footprint built for speed over an incredibly exposed location. Filming with Sony FX6 cinema line cameras, though more cumbersome than smaller mirrorless systems, guaranteed quality sound, a dialled exposure with its internal ND and a flexible image in post production.
The Lessons
The Conclusion.
The collaboration between Simon Jefferies of The Natural Edge and Tommy Kelly of Jöttnar, proves the power of documentary-style storytelling. By prioritising authenticity and shared values, the film not only elevates both brands but also encourages viewers to find and embrace their own true resilience, adventure, and growth. It stands as a testament to the transformative potential of creative partnerships in today’s competitive market that often focuses on ultra slick ‘Athlete X is Everesting’ style achievement rather than relatable, accessible content that truly inspires.
*Recent research highlights the growing effectiveness of documentary-style video marketing. A 2023 report found that 91% of businesses incorporate video into their marketing strategies, with 96% of marketers emphasising its importance for brand storytelling. Additionally, 87% of marketers have directly linked video content to increased sales. Short-form documentary videos, in particular, have proven to drive higher engagement and customer retention by presenting authentic, story-driven narratives that resonate with audiences.
*Source: Lifewire